Zarządzanie w zmieniającym się środowisku

Abstract

Growing complexity and perplexity of economic environment makes it is no longer possible to manage a company by means of a simple philosophy based on the conception of "product — mark e t . Marketing and innovative activity become the basis for defining the objectives of a company; actions of this type determine the position and development of a company on the market-place. Management becomes more complex and thus, the area of uncertainty becomes larger, making it more difficult to take correct decisions. A company has to react to the challenges of t h e marketplace by creating new technologies, new products and forms of marketing. In other words, in order to survive and be successful in a contemporary economic environment, the company must apply strategic management techniques.